Nvidia has raised the price of its Shield TV Pro streaming device by $100, to $299.99, effective October 2, according to reporting from Ars Technica and Wired. The device launched in 2019 at $199.99, running Android TV on a Tegra X1+ processor with AI upscaling and broad codec support. A non-Pro variant, originally $149.99, has been discontinued. Nvidia confirmed the increase to Ars Technica, with a spokesperson stating: "Starting October 2, SHIELD Pro will be priced at $299. The cost of components, including memory, has increased substantially across the industry." The reports attribute the broader price pressure to demand for memory and storage driven by generative AI. Ars Technica notes Nvidia still actively manufactures the Shield and sells every unit it makes, meaning new units are subject to current supply-chain costs rather than older stock. The outlets observe that Nvidia, as a major AI chip supplier, is itself a contributor to rising component costs, and that game console makers Nintendo, Microsoft, and Sony have similarly raised prices—the PS5 Pro went from $699.99 at launch in 2024 to $899.99. Stock of the Shield TV Pro had been limited in recent months. The device remains out of stock on Nvidia's store but is available at the new price from Best Buy.
What it means for you
The AI boom is driving up demand for memory and storage chips, and that's now showing up in the price of ordinary gadgets—even a seven-year-old streaming box. This is the clearest everyday sign that AI infrastructure spending is quietly raising the cost of hardware you actually buy: phones, laptops, consoles, and storage drives.
Try this
If you've been planning to buy or upgrade any memory- or storage-heavy hardware this year, price it now and decide whether to buy sooner rather than later—component-driven price hikes are spreading, not shrinking.
Who should care
Anyone budgeting for new computers, drives, or devices, and small businesses planning a hardware refresh or local storage purchase.
Skip this if
You weren't planning to buy a Shield TV or any memory-heavy hardware soon—this one product's price is not something you need to act on.
Sources: Ars Technica AI, Wired AI — read the original